By now, I am sure you have all heard the words, “You’re at Georgia Tech, You can do that!” Coined by our Sophomore Speaker Nicholas Selby, that phrase was heard around the world thanks to one significant entity—social media. I had hoped for an audience of 3,500 to attend New Student Convocation; with Nick’s viral success, we suddenly had an audience of 5 million people who were aware of our first-year welcome at Georgia Tech.
Social media has become a dynamic force in our lives and a vital part of our event framework. When used correctly, it can serve as a great method for building awareness and promotion for your event, but it can also be tricky to navigate and effectively manage. How do you know what platforms to use (i.e. should you create pins on Pinterest, post a video on Facebook, or create a hashtag on Twitter?). Similarly, how can you monitor and measure your success while maximizing your efforts?
Post under the “parent” company
We don’t have a separate account for Commencement or New Student Convocation, as we find our target audience changes each semester. Since most are following our Georgia Tech social media accounts, we find posting there makes a bigger impact. To further your reach, consider sharing details or upcoming events with other campus groups.
Create a conversation
When posting, we not only want to promote the events we produce, but also to spark conversation and curiosity. That means talking with followers like your would friends or family. Think about “talking with” your audience, not “talking at” your audience. We try to think of ways we can engage our audience by asking them questions, which in turn builds awareness of our event.
Assign a representative to monitor social media during your event
During the Institute Address, someone is responsible for posting messages prior, during, and after the event. This enables us to promote the event, provide timely reports, and respond to messages posted by followers. It also allows you to interact with followers in real time and answer any question or provide your unique expertise when the opportunity arises.
For many other helpful tips, check out Event Manager Blog’s article “Social Media Do’s and Don’ts at Every Stage of the Event Lifecycle.” Also, for more information visit Georgia Tech’s Social Media Directory.